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Yves Saint Laurent Changes Name

Yves Saint Laurent Takes the "Yves" Out of Its RTW Name — Epic or Strange?

After hearing whisperings about Yves Saint Laurent's possible name change, WWD just confirmed that the French brand's new creative director, Hedi Slimane, is indeed taking the "Yves" out of Yves Saint Laurent, at least partly. The new name for the house's ready-to-wear collection is now "Saint Laurent Paris" and is expected to make its debut when Slimane's Spring '13 collection hits stores. However, the iconic YSL logo designed by Ukrainian-French artist A. M. Cassandre in 1961 — adorning everything from shoe soles to makeup products — will live on. The Yves Saint Laurent brand has become a namesake since its inception in the early '60s and we were happy to hear from their communications department that the house will continue to go by the name Yves St. Laurent. What do you think? Is the name change an epic move on Hedi Slimane's part to refresh the RTW brand or do you think it's a strange decision?

Join The Conversation
Joy-Adaeze Joy-Adaeze 5 years
Chi great post! Yes I feel that the YSL brand is so iconic and should stay the same. If it aint broke, why fix it? But it will be interesting to see how the name catches on with time.   
Marisa-Tom Marisa-Tom 5 years
This news hurts my soul.
onlysourcherry onlysourcherry 5 years
........ uh no.
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